Republished with Permission
Hellenic News of America | August 23, 2025Elli Spyropoulou is the founder, organizer, and driving force behind the international conference "The Luxury Side of Greece" (LSG), an initiative that has become a leading platform for luxury tourism in Greece. With a clear vision of positioning Greece among the world's premier luxury destinations, Ms. Spyropoulou has established an institution that brings together distinguished professionals from the tourism, hospitality, investment, and international business sectors.
Now held for the third consecutive year in Santorini, The Luxury Side of Greece highlights the country's growing influence on the global luxury tourism map while fostering innovation, strategic partnerships, and meaningful dialogue on the future of high-end travel experiences.
The Luxury Side of Greece Conference
DIMITRIOS KANNAVOS: What is the vision behind The Luxury Side of Greece, and how did this initiative begin?
ELLI SPYROPOULOU: From the very beginning, our vision has been to showcase Greece as an international luxury destination that offers far more than breathtaking natural beauty. Greece combines world-class experiences, cultural heritage, authenticity, and exceptional hospitality. Our goal is to build bridges of cooperation while creating a clear international strategy to promote our country to global audiences.
DIMITRIOS KANNAVOS: The Luxury Side of Greece is being hosted in Santorini for the third consecutive year. What does this continued choice mean both for the island and for the conference itself?
ELLI SPYROPOULOU: Santorini is one of Greece's most iconic destinations worldwide. Hosting LSG here for the third consecutive year reflects both consistency and our commitment to strengthening a destination brand that already enjoys international recognition. For the conference, Santorini provides the ideal setting—authentic, globally recognizable, and a benchmark for the future of luxury tourism.
DIMITRIOS KANNAVOS: What are the main themes that will be presented during the 3rd LSG?
ELLI SPYROPOULOU: This year's conference focuses on three key pillars:
- Emerging strategic trends in luxury tourism.
- The integration of sustainability and innovation.
- International partnerships and investments that can shape the future of Greece's tourism industry.
DIMITRIOS KANNAVOS: How do you believe luxury tourism can strengthen Greece's image in the international market?
ELLI SPYROPOULOU: Luxury tourism is one of Greece's strongest ambassadors. It appeals to discerning travelers who, after experiencing the country at its very best, become ambassadors themselves. Their experiences create a powerful narrative that enhances Greece's international reputation and prestige.
DIMITRIOS KANNAVOS: What is the profile of the participants, and who benefits the most from this conference?
ELLI SPYROPOULOU: Our audience includes key decision-makers: hotel owners, tourism operators, luxury brands, investors, and institutional representatives. Everyone involved in the luxury tourism value chain benefits—from entrepreneurs to local communities that experience tangible economic growth through high-quality tourism.
DIMITRIOS KANNAVOS: Following the pandemic and the evolving tourism landscape, how has demand for luxury travel experiences changed?
ELLI SPYROPOULOU: Demand has become much more personalized and purposeful. Today's traveler seeks tailor-made experiences, wellness, privacy, and authenticity. Luxury is no longer defined solely by five-star accommodations; it is about a complete lifestyle experience that combines culture, wellbeing, and meaningful connections.
DIMITRIOS KANNAVOS: Do sustainability and green development have a place in luxury tourism? How does LSG incorporate these values?
ELLI SPYROPOULOU: Absolutely. Sustainability is no longer optional—it is a fundamental requirement. LSG promotes discussions on green investments, energy-efficient and self-sufficient resorts, and sustainable practices that demonstrate how luxury can remain responsible, environmentally conscious, and uncompromising in quality.
DIMITRIOS KANNAVOS: Is there an international collaboration or strategic partnership from previous conferences that stands out?
ELLI SPYROPOULOU: Yes. We've witnessed partnerships that originated at LSG evolve into significant international collaborations—from investments in hotel groups to strategic alliances with leading global tourism brands. This proves that the conference is much more than a forum for discussion; it is a platform where meaningful business opportunities become reality.
DIMITRIOS KANNAVOS: How can the local community of Santorini—and Greek destinations in general—benefit from luxury tourism?
ELLI SPYROPOULOU: Through the creation of highly skilled jobs, stronger partnerships with local producers, and the preservation of cultural identity. Luxury travelers seek authentic experiences, which encourages local communities to showcase their unique products, traditions, and services while benefiting from sustainable economic development.
DIMITRIOS KANNAVOS: What is your personal message to this year's participants and to those considering investing in Greek tourism?
ELLI SPYROPOULOU: My message is simple and clear: Greece is ready to become a global leader in luxury tourism. LSG is the meeting point for visionaries who want to build long-term strategies and lasting partnerships. Those who participate become part of something much greater than hospitality—they become part of an investment in Greece's future.